You should reach prospects early in their buying cycle
Search Engine Strategies conference
One of the findings of the SES San Jose Session: Advanced B2B Search Marketing as reported by Jessica Cameron-Ruud is:
Reach prospects early in the buying cycle
The sales cycle can often be long and complicated. B2B marketers rarely face the fact that people are conducting product searches at the beginning of the buying cycle. Reality is, your customers are looking for your product information way before they are ready to convert. You have to be there early!
When: visiting your website
The earliest possible sign of interest is in most cases when employees of companies visit your website.
Hence you need a web service providing website visitor identification by company name.
Qualify visitors as leads
In order to differentiate the many companies visiting, you need to qualify these visiting companies as raw leads by the:
- Pages visited
- Time on each page
- Duration of visits
- Visit behavior
- Returning visits
- Number of unique visitors
- Internet origin of the visit
- Geographic location of the visitor
- Language used by the visitor
- Type and size of visiting company
- Market of visiting company
- Management and directors of the corporation
Immediately you generate more leads
This will give you a head start over your competitors for getting leads.
You can cold call on warm companies as they have shown their interest on your website.
When do you get your leads in their buying cycle?
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